Clark is so excited that the bottled water assault is in retreat. The master marketers at Coke and Pepsi did a phenomenal job of converting soda drinkers to overpriced bottled waters like Dasani, Aquafina and others.

But now Americans are buying less bottled water because of the economic squeeze. Meanwhile, the green movement has been educating people about how bottled water is actually harmful for the environment -- another factor in the sales decline.

Need we remind you that bottled water can cost 1,000 times what tap water costs? Committed bottled water drinkers can spend $1,400 in a year on the stuff. Wouldn't you rather put that $1,400 back in your wallet?

Some people who want to give bottled water the boot say they're not comfortable with the taste of tap water. The compromise is to filter your tap water at home. You can get a cheap external filtration system for around $10 or $15.

Traditional bottled water sales are getting it from another side too. Water drinkers are turning to flavored waters, which opens up a whole new field for the marketers. Clark was recently on a plane and everyone around him was ordering flavored water.